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"We saw a festival of content"

Carsten Hendrich, VP brand marketing at Zalando, takes stock of his company's first interpretation of Bread & Butter that went down in Berlin last weekend.

Are you satisfied with how Bread&Butter turned out in 2016?

The first Bread&Butter by Zalando was a huge success for us and thus, a strong start into the new season. More than 20,000 visitors came to Arena Berlin and directly got in touch with their favorite brands and music acts. We were sold out on all three days. The various brand experiences, as well as the fashion shows, and concerts were very well received by consumers and our brand partners. Our goal was to inspire people and animate them to share their experiences at B&&B, and we achieved that! We saw a festival of content on all the go-to social media channels. This was particularly true for our Facebook live events where we streamed eight fashion shows on 16 channels reaching out to more than two million consumers across Europe. Overall, we already gathered more than 100 million impressions over the past days across all social media channels, with Gigi Hadid as a top trending topic. Further amplifications will follow.

With Gigi Hadid unveiling her Tommy X Gigi capsule collection and A$AP Rocky performing on Friday night, we coudn’t have asked for a better start. The closing on Sunday night with the Zalando fashion show and Joséphine de la Baume performing live on the catwalk rounded up the three-day immersive experience.

When is the next Bread&Butter taking place?

We are now taking the time to review the first B&&B. The reactions of consumers, brands and partners are important for us and their feedback will now help us to properly evaluate the concept. For example, our first learning was that consumers only like to buy their ticket very last minute at this price point. But as part of the Zalando culture: We try something out, evaluate and learn from it. As soon as we have more details on how we would like to proceed with Bread&Butter next year, we will let you know.